Do you know what to say when you run into a decision maker at an ideal client?
Picture this…
You’re at a conference. You’ve been listening to inspiring speakers all day. Now, it’s time to grab a drink at the bar and… network.
An industry peer introduces you to this lady, who happens to be the newly appointed CEO at a client you’ve had on your wish list for quite some time.
Would you know what to say to make a lasting impression? And convince her that your business offers the best solution for an imminent challenge her organization faces?
No? Then it’s high time you work on your marketing message house.
The roof of your message house consists of…
- Your purpose; the reason for being or mission statement for your organization,
- Your brand values; the core values that guide and direct you in everything you do,
- And your positioning statement or how you want to be perceived by your ideal clients.
Underneath are multiple pillars.
Each pillar contains a core message for the people you’re trying to influence. People who each hold a different role within the Decision Making Unit (DMU).
Each core message is tailored to one of these roles and contains…
- A benefit specific for that role. For a CEO, it’s probably a major strategic advantage or financial benefit they gain when using your solution.
- Pains and/or gains. You should be able to paint them a vivid picture of their current and desired situation. Using pain points CEOs in similar organizations experience. Describing gains they are after.
- Proof. Either from previous experiences with similar organizations. Or research that supports your promise.
Working on a marketing message house like this, could be a great exercise to bridge the gap between marketers, business developers, and subject matter experts.
Collaboratively you should be able to come up with a couple of core messages that never leave you without words when you run into people that are important to your business.
Hope this helps!
Thank you for reading MBD Spark #82 (formerly The Nudge & MBD Boost), sent on May 13, 2025.
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